Mobiles are part of many consumers everyday life and therefore need to be considered in the marketing mix. There is a significant increase in the use of internet on mobiles which will become important for marketers to ensure they use this opportunity to continue to drive brand loyalty and business value to their consumers. The important aspect is to ensure the consumers are not spammed like they were with email as it will reduce the relevance of mobile marketing. Mobile marketing will add another aspect to company's marketing mix, although the marketers need to establish the best way to do this in order for it to be successful.
The article not only states the importance of IMC channel planning but also the fact that it isn't an easy task.
There are many different channels which can be used to reach your target audience, including direct sales, public relations, paid advertising placement, e-mail marketing, web-based marketing, and the growing world of social media such as Facebook, LInkedIn or blogging.
The assumption that one channel which previously worked will continue to be successful in reaching the right audience in the right way at the right time, with the right frequency
The author states that choosing and allocating the right mix of possible channels is the crux of a great IMC plan and approach.
An important aspect is that many of the channels require a specific skill set, technical abilities, or a more in-depth and well-studied understanding. Or, they require a set of relationships you need to be able to do them effectively. This is what makes channel planning difficult to implement well.
Channel planning requires specific skills, education, a strategic mindset, technical expertise, and must ensure a clear understanding of the target audiences and how they think, act and buy.
Channel planning is all about understanding the emotions of your target markets, and removing your own emotions from the channel choices you make in order for your strategy to best portray your message to your specific target audience.
I believe if a company is able to successfully implement their IMC strategy through the right channels this will have an extremely positive effect for them.
Convincing customers and prospects that your brand should be their go-to product or service will ...
Kelly Alexander's insight:
The author states that Communication Objectives focus on measuring the attitude consumers have towards a brand and its credibility whereas Marketing Objectives measures the behaviour of your customers.
Communication looks at the customers view of the company and marketing looks at the consumer interaction with the company.
I find the article really interesting as I didn't look at the cause and effect relationship the two objectives have. The communication builds positive customer attitude which leads to marketing increasing the rate of purchases or information requests. Although communication objectives are not always measureable they impact the marketing objectives.
Social media spending as a percentage of marketing budgets will more than double over the next five years according to new results from The CMO Survey.
Kelly Alexander's insight:
The article indicates that there will be a large increase in social media spending over the next five years. This increase has been universal across different business sectors. Although this increase is predicted companies are unsure of how to fully integrate social media with the rest of their marketing strategy.
The author states 2 good questions: Why spend more but not solve the integration problem? and Why is integration so tricky for companies?
I think these are very important questions to look into. Social Media is becoming increasingly important in today's society so therefore I think it is important companies find out the best way to integrate the marketing strategy into their social media marketing as it is going to become extremely important to them in the near future. If they can do this before other companies I believe that would give them a great advantage.
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Kelly Alexander's insight:
With allocating a budget for IMC, there is no way to predict the exact expenditure for a successful integrated marketing effort. When implementing IMC there are three 'cautions; which need to be taken into consideration.
1: Obtain Real Commitment. An initial amount needs to be identified so the marketer has some idea on the boundaries to develop the plan within. The total sum can be reevaulated.
2: It takes more than dollars. It is not only money but also institutional will - the ability to make tough decisions and stick to them. It covers many dimensions including:
* The will to conduct the research
* The will to focus on a small handful of key audiences
* The will to commit precious dollars to a handful of programs
* The will to target specific geographies
* The will to focus on a small handful of relevant messages
* The will to discontinue strategies and programs that are not successful
There are some variables which will impact the amount such as the size of your target audience. The bigger your target audience the more needs to be spent to target them specifically.
3.Shaking the cost per piece mentality
The key point is the cost doesnt matter, it is the cost divided by the response rate. Whether or not the strategy was effective.
This article highlights some important factors when budgeting for IMC and that it won't be a specific expenditure amount. What is important is how effective the strategy is.
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